This piece argues the biggest shift isn’t AI itself but changing search behavior, with younger users gravitating to forums, short-form video, and creator content. Google’s AI Overviews are reshaping click patterns and reducing organic traffic, while rewarding content that demonstrates real-world expertise. Contractors should prioritize bottom-funnel coverage via Local Services Ads, branded and Maps ads, and tightly targeted intent-based search that drives calls. Measurement should focus on booked jobs and qualified calls, while expanding reach on YouTube/Shorts and Discovery and using automation carefully with guardrails.

Search Isn’t Dying—It’s Splintering. How Contractors Still Win Calls in the AI Era

TL;DR: The biggest shift isn’t AI itself—it’s how people search. Younger users lean on forums, short videos, and creators. Google’s AI Overviews are changing click patterns and shrinking organic traffic. If you’re an HVAC, plumbing, or electrical contractor, double down on Local Services Ads, call-focused search, and creator-style video to stay visible. Measure booked jobs, not clicks, and use automation with guardrails.

What Actually Changed (and Why You Should Care)

Google’s Liz Reid says the real change is behavioral: people want real-world experience, quick answers, and content from humans they trust. That’s why forums, short-form video, and creator content are gaining ground. AI Overviews aren’t replacing search; they’re reshaping the interface and what gets clicked.

Every ranking update creates winners and losers. Traditional publishers lose some ground while podcasts, UGC, and niche creators pick up steam. Google says it’s supporting the open web with inline links, videos, and personalization—but those same moves concentrate attention on what the algorithm deems “relevant.”

Google wants “time, craft, and perspective” — not mass AI sludge.

That means content showing hands-on expertise wins. For contractors, that’s an advantage—if you actually showcase it and connect it to ad strategy that generates calls, not just impressions.

What This Means for Contractor PPC

• Protect the bottom of the funnel first. Run Local Services Ads (Google Guaranteed), branded search, and Maps ads. Use Call Ads with location extensions. If AI Overviews push organic down, paid presence needs to hold the line on “near me,” “emergency,” and brand terms.
• Build intent-tight search. Focus on “service + city + urgency” (e.g., “furnace repair Denver same day”). Use negatives: “DIY,” “how to,” “forum,” “Reddit,” “cost to,” “explained.” Single-intent ad groups. Responsive search ads anchored with service + geo + same-day promises.
• Measure booked jobs, not pageviews. Track calls 60+ seconds, use dynamic number insertion, and import offline conversions (booked jobs and revenue) tied to GCLID. Bid to tCPA or tROAS on qualified calls, not raw leads.
• Cover the new discovery surfaces. If people hang out on Shorts and creator channels, meet them there. Run YouTube in-feed/Shorts with custom intent audiences (“water heater leaking,” “no AC blowing”). Layer in Discovery for Gmail/YouTube placements. Use strong offers (same-day, financing, warranty) and a tap-to-call CTA.
• Use automation—on a leash. Smart bidding can work once